So it looks like it's going to come down to what overclocks you can get out of the watercooling - The review states that even under load it sits happily under 50 degrees! At the moment though it's very close between the 980 Ti and Fury X in terms of my next purchase, though the pre-orders for the Fury X are about £150 cheaper than the strix model of Ti I want, the Ti will give even greater performance (for now...) and I'm not planning on gaming at 4k any time soon...